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How do moral beliefs influence favorability to collective violence? In this article, I argue that, first, moral beliefs are influential depending on their salience, as harm avoidance is a common moral concern. The more accessible moral beliefs in decision-making, the more they restrain harmful behavior. Second, moral beliefs are influential depending on their content. Group-oriented moral beliefs can overturn the harm avoidance principle and motivate individuals to favor collective violence. Analysis is based on a representative survey in Mexico City and focuses on a proximate form of collective violence, locally called lynching. Findings support both logics of moral influence. Experimentally induced moral salience reduces favorability to lynching, and group-oriented moral beliefs are related to more favorability. Against existing theories that downplay the relevance of morality and present it as cheap talk, these findings demonstrate how moral beliefs can both restrain and motivate collective violence.
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